The field of behavioral science has revolutionized how we approach decision making , The name of a product, the placement of a checkout button, the boldness of a form’s font, the flow and feel of a back office process – these are miniscule, minor design decisions you make every day and without much deliberation across your businesses. Yet each alone has the power to fundamentally shift what your customers buy, when your employees engage, and where your reputation stands in the eyes of the public.